Chapter 17 Advertising & PR. PERSUADE Objectives of Advertising REMIND INFORM to develop initial...
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Chapter 17 Advertising & PR. PERSUADE Objectives of Advertising REMIND INFORM to develop initial demand increase demand for an existing product to reinforce
PERSUADE Objectives of Advertising REMIND INFORM to develop
initial demand increase demand for an existing product to reinforce
previous promotions.
Slide 3
Advertising and Market Share New brands spend proportionately
more for advertising than old ones. A certain level of exposure is
needed to affect purchase habits. Beyond a certain level,
diminishing returns set in. Advertising Response Function
Slide 4
Advertising Response Function
Slide 5
Advertising Evolution& Effects Ad expenses have risen over
the past decade (mature mkt). Ex: Arm & Hammer U.S. spends more
on ads than any other country GM, P&G, and Time Warner each
spend approx. $10 Million a DAY on U.S advertising!!!!!
Slide 6
Major Types of Advertising Enhance identity Pioneering
Competitive Comparative ..Advertising..Advertising
..Advertising..Advertising advertising Institutional Corporations
Advocacy Product
Slide 7
What kind?
Slide 8
Slide 9
Slide 10
200420052007 eu
Slide 11
2009
Slide 12
Types of Ads Product Ads promote a specific item Pioneering:
inform/build primary demand for item (intro stage; net phone, and
what else??)
Slide 13
Types of Ads Comparative ads Specific brand comparison of a
specific attribute (Pain relievers and Caffeine) The Cola Wars! The
Beer Wars! The cereal wars! The detergent wars! Research must
support (Listerine and plaque) vs. Any differences?
Advertising Campaign A series of related advertisements
focusing on a common theme, slogan, and set of advertising
appeals.
Slide 18
Steps in Creating an Advertising Campaign Determine the
advertising objectives. Make creative decisions. Make media
decisions. Evaluate the campaign.
Slide 19
How do dirty boys get clean?
Slide 20
Problem Sales plateau. 53% of the target (18- 34 year old guys)
still switched between bars and shower gel, and 33% stuck entirely
with their old-fashioned, non-Axe (and lowmargin)bar soap.
Objective: To increase Axe Shower Gel occasions by 4% and sales by
13%.
Slide 21
Creative Decisions Components of Creative Decisions Components
of Creative Decisions Develop and Evaluate Advertising Appeals
Develop and Evaluate Advertising Appeals Execute the Message
Evaluate the Campaigns Effectiveness Evaluate the Campaigns
Effectiveness Identify Product Benefits
Slide 22
Creative decisions Aha! moment (creative idea) Sell more Axe
Shower Gel by creating a manly shower tool (why the leap?) Guys
wanted: -Something tough to clean them butnot that tough -Something
versatile as some parts are sensitive -Something controllable ( to
match the level of scrub with their different needs) -because girls
notice everything, from head to toe -Product benefits? Rough and
Gentle scrubbing!!
Slide 23
Common Advertising Appeals Value Health Love or romance Fear
Admiration Convenience Fun and pleasure Vanity and egotism
Environmental Consciousness Environmental Consciousness Product
saves, makes, or protects money Appeals to body-conscious or health
seekers Used in selling cosmetics and perfumes Social
embarrassment, old age, losing health Reason for use of celebrity
spokespeople Used for fast foods and microwave foods Key to
advertising vacations, beer, parks Used for expensive or
conspicuous items Centers around environmental protection
Slide 24
What appeal?
Slide 25
Executing the Message Mood or Image Musical Demon- stration
Demon- stration Scientific Real/ Animated Product Symbols Real/
Animated Product Symbols Fantasy Lifestyle Slice-of-Life Humorous
Spokes- person/ Testimonial Spokes- person/ Testimonial
Slide 26
What kind of execution?
http://www.youtube.com/watch?v=zu_EKCrjTqg
Slide 27
Media Selection Considerations Cost per Contact Factors
Influencing Media Mix Decisions Factors Influencing Media Mix
Decisions Reach: portion of audience we want to reach Reach:
portion of audience we want to reach Frequency: how often? Audience
Selectivity What media?
Slide 28
Media Scheduling Types of Media Schedules Types of Media
Schedules Continuous Media Schedule Flighted Media Schedule Pulsing
Media Schedule Seasonal Media Schedule
Slide 29
Make media decisions Plus PR
Slide 30
Communication in Ads Effectiveness very difficult to measure
Testing improves performance (Dr. Pepper) Recall of ads may be poor
(Infiniti)
Slide 31
Results: Plus: 630,000+ YouTube spot views to date and over 500
comments. 101 product reviews on Amazon.com, with a 4 star rating
average. 2,839 Facebook requests for a free Detailer and 63,786
Detailer Gifts given. Axe Detailer searches were as popular as (and
sometimes more) Axe Effect searches traditionally our biggest
hit
Slide 32
Public Relations Evaluates public attitudes Identifies issues
of public concern Executes programs to gain public acceptance The
Role of Public Relations The Role of Public Relations Can you
imagine Axe PR?
Slide 33
Functions of Public Relations Press Relations Product Publicity
Corporate Communications LobbyingLobbying News Release FLASH... CAR
TIPS OVER IN TEST! Consumer Organization Wants Recall. Feature
Article